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Tottenham footballer Dele Alli enters into long-term partnership with British esports team EXCEL ESPORTS

George Miller

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Tottenham footballer Dele Alli enters into long-term partnership with British esports team EXCEL ESPORTS
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Dele becomes an integral part of the leading British competitive gaming culture brand; helping to bridge the gap between sports, gaming and esports, the long-term partnership will connect Dele’s passion for gaming, Fortnite prowess and experience of competing at the highest level in sport to support the team 

EXCEL ESPORTS, the leading British competitive gaming culture brand, with teams participating in the two biggest global competitive video games, Fortnite and League of Legends, has today announced that Tottenham Hotspur footballer, and gaming enthusiast Dele Alli has signed a long-term partnership with the team to become its first ever global ambassador. Dele’s role follows EXCEL’s recent brand update and the team’s vision of The Power of Better, it’s commitment to improve in everything it does that starts with performance. The holistic partnership unites EXCEL’s and Dele’s shared values including the importance of performance, their passion for gaming and looks to further bridge the gap between sports and competitive gaming.

Dele’s enthusiasm for gaming, notably Fortnite, is widely known amongst his fans and he considers it his biggest passion outside of football; often using it to unwind and relax when he is not training or competing. Dele, who is an ambassador for EXCEL’s Official Peripherals Partner HyperX, has previously taken his love for gaming onto the football field, celebrating his goals by performing popular Fortnite dances for Tottenham. He has more than 130,000 followers on Twitch and also took part in the charity esports series Gaming Without Borders earlier this year, raising $1.5M for Covid-19 charities.

Applying true meaning to the term “ambassador”, Dele will provide the teams roster of talent with the opportunity to benefit from his experience and knowledge of being an elite athlete to further develop their own psychological skill set, including how to deal with pressure better, overcoming challenges to perform at their highest ability and bouncing back from setbacks. It will also allow Dele to become fully immersed in EXCEL, providing him with the opportunity to understand how esports brands operate, further expand his knowledge of the industry and how to game competitively on all gaming platforms including PC.

Recently, EXCEL underwent a significant brand update where it unveiled a new ambitious manifesto and vision of The Power of Better that saw it incorporate purpose into its brand identity to help improve the gaming and esports industry. This included an updated visual identity, including a new logo, as well as the unveiling of the first edition of its Gaming for Better whitepaper series, that provides advice on how to improve individual performance and become healthier by focusing on physical activity, lifestyle balance, and creating positive habits. Earlier this year, EXCEL also signed BT as its lead partner and unveiled a new leadership team with Wouter Sleijffers joining as CEO and Robin McCammon, the former Director of Global Sports Marketing at adidas, joining as CCO.

“Everyone who knows me knows my biggest passion outside of football is gaming and after becoming increasingly involved in the industry over the past few years, it seemed like joining forces with an esports team was a natural step for me to take. What drew me to EXCEL was the fact it’s the biggest British esports brand in the country and competes at the top level of esports but as well as this, I love the fact the brand was born out of a passion for gaming and the values it upholds. My knowledge of being a competitive athlete is something I believe can really benefit EXCEL’s roster of talent as they continue to strive to be better every single day but I’ll also be looking to further my own knowledge and understanding of this truly exciting industry”, said EXCEL ESPORTS ambassador Dele.

“EXCEL ESPORTS competes at the highest level of gaming competition. Following the recent launch of the new EXCEL and our vision in The Power of Better, we’ve been looking for a person who’s our own inspiration in getting the best out of ourselves. Therefore, we’re very pleased that Dele is coming on board to support us in our new, purpose led journey. Dele knows better than anyone what it means to reach and stay at the top and also exhibits true passion and professionalism that is so prevalent in our own competitions. We look forward to working with Dele to develop our talent, utilise his advice and skill set to guide EXCEL forward and help us ensure we aren’t being complacent with our new ambition”, said EXCEL ESPORTS CEO Wouter Sleijffers.

eSports

Luckbox adds VALORANT betting to award-winning platform

George Miller

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Luckbox adds VALORANT betting to award-winning platform
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The team at Luckbox are delighted to announce esports fans can now bet on VALORANT at our award-winning platform. The VALORANT addition increases Luckbox’s offering of esports betting types to 14, alongside CS:GO, Dota 2, League of Legends, Overwatch and more.

Luckbox now offers wagering on the game, with markets on Match winner, Correct Score, Maps Handicap, Total Maps, Round Handicap and Total Rounds. Luckbox visitors can watch live streams of competitive VALORANT matches as well as get up-to-date stats and team rosters.

“VALORANT has had an immediate impact as an esport, with Riot Games helping to foster a strong professional structure, with the first stage of the VALORANT Champions Tour boasting a prize pool of more than $400,000,“ said Luckbox Director of Sportsbook Metodi Zaburtov.

“Esports fans have quickly grown to love VALORANT, with 291.26 million hours watched in the past six months, making it the eighth most popular category on Twitch – above FIFA and Call of Duty: Warzone. The addition of VALORANT betting is a continuation of our mission at Luckbox to offer the most comprehensive coverage of esports betting options for fans.”

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eSports

Oddin joins Esports Integrity Commission

George Miller

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Oddin joins Esports Integrity Commission
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The esports ecosystem is young and innovative, but it doesn’t mean it is free from experiencing the integrity issues that traditional sports always suffered. All fraud practices such as match-fixing are serious issues that need to be addressed by stakeholders and esports organizations.

Oddin, as a dedicated esports betting provider, is aware of these problems that can be harmful not only for the esports community but for the betting partners as well. The integrity issues addressed by ESIC are serious topics within the betting operators.

ESIC’s mission is to preserve the integrity of esports and to take responsibility for disruption, prevention, investigation, and prosecution of every form of cheating within the esports ecosystem. From now on, Oddin will work together with ESIC in the common goal of enjoying fair and exciting esports competitions over the world.

‘’We are happy to welcome Oddin into our global anti-fraud network. It is very important for us that key esports betting provider such as Oddin becomes a member. They will help us fight match-fixing practices over the multiple jurisdictions they operate in. We look forward to having long-term cooperation with them.’’ said Ian Smith, Commissioner of Esports Integrity Commission.

‘’As an esports betting provider, we can’t ignore the integrity issues within the esports sphere. Our goal is to provide an entertaining product that can engage esports fans and enhance their experience when watching esports matches. This whole experience can be ruined if someone alters the competition by cheating. Match-fixing is something we are fighting against thanks to our traders’ expertise and our risk management tools, and now as well collaborating with ESIC.’’ said Marek Suchar, Head of Partnerships at Oddin.

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Asia

Trinity Gaming joins hands with sports communication firm Artsmith to create career awareness in gaming and esports ecosystem

George Miller

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Trinity Gaming joins hands with sports communication firm Artsmith to create career awareness in gaming and esports ecosystem
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Trinity Gaming—India’s top gaming talent management company, has signed sports communication agency Artsmith to create awareness among the gamers & influencers wanting to pursue a career in gaming content creations and how they can monetise and create a brand for themselves. With this partnership, the country’s one of the top new age communication firms Artsmith, which specialised in sports and esports PR, has added Trinity Gaming to their esports bouquet of the client list.

Currently managing more than 250 top content creators in India, Trinity Gaming has successfully established a strong platform for these specialised gamers and has transformed them into entertainers and influencers who bring much more value than just merely playing in the gaming ecosystem. The company, which was founded in 2019, has channelised the passion for gaming among millennial gamers and transformed it into a viable career option for many. Committed to bringing professionalism to the ecosystem, they have been one of the first movers in the sector and currently curate content for some of India’s top brands.

Commenting on the tie-up, Abhishek Aggarwal, Co-Founder & CEO of Trinity Gaming, said: “Gaming is all about passion and there are some brilliant minds with amazing ability to create content and these creators did not have the right backing and a strong voice to understand how to create values or a career out of it. We saw an opportunity to create a unique support system where not only the talents are groomed but also amalgamate with brands. According to the recently released EY FICCI 2021 report, online gamers grew 20% from 300 million in 2019 to 360 million in 2020. The numbers themselves validate how big is the community is. The potential is unlimited but creating a strong awareness programme is equally necessary to optimise the opportunities and I personally believe Artsmith has all the necessary experience to roll out this narrative among the gaming community.”

Artsmith, as an agency, brings in years of experience and expertise in creating an innovative mix of PR and digital communication that is innovative and value for money. “Artsmith has the experience and understanding of handholding talents and building a strong brand positioning with maximum visibility. We have worked with top Indian athletes and worked closely to transform them into sustainable content creators as well as influencers and we are confident of positioning Trinity Gaming as a new-age talent management firm with the efficiency of elevating gamers on similar lines and create India’s largest brands story experiences,” said Udita, the Founding Principal of Artsmith.

Artsmith has been successfully managing communications for global sports brands like PUMA as well as creating communications for international and national sporting events and sports leagues in the country. The company has the exclusive communication mandate for premium sports tournaments with Tata Open Maharashtra, India Open—the country’s only Superseries badminton tournament organised by the Badminton World Federation (BWF) being some of the key clients in the roster.

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